A graphic image on a web page that links to a location of the advertiser's
choice. Ad banners are currently the most popular type of online
A specific advertising opportunity on a web site. Examples of ad products
are banners, transition ads, column ads, tickers and more.
One of the most advanced and popular ad management software systems used
on the Web.
Requests-(Ad Impressions) -
A request to the server to return an ad to the appropriate Web page. The
Internet Advertisers Bureau (IAB) issued proposed standards using ad
requests as the unit of measure for counting Web ads.
returned Ad, by the server, to a user each time requests a content page
with an ad on it.
An animation created by combining multiple GIF images in one file. The
result is multiple images, displayed one after another, that give the
appearance of movement. Research indicates that animated banners are more
effective than static banners, generating higher ad awareness and recall,
A third-party company that tracks, counts and verifies ad-banner requests
or verifies a Web site's ad reporting system.
The amount of information that can be transmitted over communications
lines at one time. The higher the bandwidth, the faster the Web page
loads. Limited bandwidth is the main reason for keeping graphics on Web
pages to as minimum file size as possible.
A term referring to any advertising product that is not a banner ie:
interstitial, streaming video ads, etc.
A program that enables you to navigate the World Wide Web. Browsers can be
either text-based or graphical. Some examples of browsers are Microsoft
Internet Explorer and Netscape Navigator.
A file on the client computer, or corporate/Internet Service Provider
(ISP) server, that stores (caches) web pages for display in the browser.
This speeds page viewing because pages are downloaded to the client
computer from a local computer vs. having to download from the Web. Often
used by corporations and ISP's where many people use a common gateway to
view the same Web pages.
Links based on a specific category (usually on a portal page) that link to
Online interactive communication on the Web. You can "talk" in
real time with other people in the "chat room", but the words
are typed instead of spoken.
The electronic path a user takes while navigating from site to site, and
within a site, from page to page.
The act of clicking a banner, or other ad, which links the user
(typically) to the advertiser's Web site.
Rate - Percentage of clickthroughs to
A file on a computer that records information such as where the user has
site, enabling more personalized information to be served upon return to
the site. Users can prevent web
sites from assigning cookies by adjusting options with the client's
Printed text in an advertisement.
The concept, design, and artwork in an advertisement.
Cost Per Thousand (Roman Numeral) impressions. The price paid by an
advertiser for a content site displaying their banner a thousand times.
Common characteristics used for population segmentation. Typical
demographic data points include age, gender, postal code, and income.
- Delivery of ads on a rotating, random
basis so that consumers get to see different messages. Also gives the ads
a chance to appear on different places within the site.
The process of selling products or services via the Web.
The number of times a person is exposed to an ad.
Graphic Interchange Format. The most common file compression format for
banner ads and most other pictures on the Web.
A server side event triggered by a user's actions on a Web page. Hits can
be used to measure traffic activity on a Web site. This is not the most
reliable gauge to compare different sites, as one page with five graphic
elements will register six hits when viewed, while a page with no graphics
will only register one hit.
Text or graphics that have linking properties. When a user clicks on
hyperlinked text or graphics, the user is transported to another location
of content either on the same page or another page.
requests) - An impression is the industry
term for delivering an ad a Web page. Technically, an impression is a call
from the ad engine to the ad server to return an advertisement graphic.
Provider - An organization that provides
access to the Internet, usually for a monthly fee. An Internet Service
Provider (ISP) can be a commercial provider, a corporate computer network,
a school, college, university, or the government.
(AKA Intermercial and transition ads) -
Interstitial ads are ads that appear between two content pages. If a user
is on content page A and clicks on a hyperlink to go to content page B,
the Interstitial page will appear after the user clicks on page A, before
the user is moved to content page B.
The amount of available space for banners on a Web site that can be
delivered in a given time period.
Photographic Experts Group) - A graphics
file format (similar to GIF) which is used more for photographs and other
images containing many colors and shading.
Make Good -
If the tracking process reveals any shortfall of delivery (i.e. ad
requests planned versus delivered), adjustments are made by the publisher
to the advertiser or agency, to ensure proper delivery.
In networking, latency and bandwidth are the two factors that determine
the speed of your connection. Latency is the time it takes for a data
packet to move across a network connection.
Link (same as a
hyperlink) - Marked text (usually
underlined), or a picture, within an HTML document (web page). When
clicked on, a hyperlink brings you to another web page, or to another
place on the same page.
- A company that provides customer only
content to subscribers of their service. Most On-line services now offer
Internet access, but their main feature is the privately maintained
network that is only accessible to their customers. This network is not
part of the Internet, although some On-line services are currently making
some content available on the Web. Examples:
AOL, MSN, Compuserve, Prodigy
Page Views -
The number of times users request a page that may contain a specific ad.
A grouping, or collection, of ad products combined to create a cost
-effective approach to reach your target audience.
The starting point for a users Web experience, providing information and
services often times including news, email, entertainment, shopping,
sports and more. The portal refers to the virtual "door" that a
user walks through every time they access the Internet, this is the first
screen that a user sees when going online.
Common psychological characteristics that allow for population
segmentation. Typical psychographic data points include opinions,
attitudes, and beliefs about various aspects relating to lifestyle and
Rate Card -
The list containing pricing, and in some cases descriptions, of all
currently available ad products and packages.
The total number of people who will see a given ad.
Media technology that has been either developed or enhanced to deliver
interaction, multimedia, expanded creative space, transaction behavior,
and interaction to the users through the Web.
ROS/RON (Run of
Site/Run of Network) - Provides the
advertiser the opportunity to reach a broad audience by running ads
throughout the network as allocated by MSN.COM. Run of Site provides
greater targeting by reaching members interested in a specific service,
however without specific targeting criteria.
Search Engine -
A program which acts like a library card catalog for the Internet. Search
engines attempt to help a user isolate desired information or resources by
searching for keywords that the user specifies. The method for finding
this information is usually done by maintaining an index of Web resources
that can be queried for the keywords or concepts entered by the user. The
index can be built from specific resource lists or created by Web
wanderers, robots, spiders, crawlers, and worms. Examples: Yahoo, Lycos,
Sponsorship is the process of integrating an Advertisers messages with Web
content on an exclusive basis. Examples of this are transitions Ads with
"brought to you by" messages, consistent co-branding of a
section of content with the Advertiser's icon "sponsored by
- Advertisements that do not rotate and
remain on a Web page for a specified period of time.
Audio/Video - Audio or video that plays as
the file loads. Streaming files allow for users to avoid the long wait of
waiting for the files to completely load before previewing.
The process of delivering the best possible ad to the user through content
matching, profiling, or filtering.
The number and types of people who come to a Web site. Measured in many
Unique Users -
Users marked by either a GUID (Global User ID) or a cookie in the form of
an ID that is attached to a user's browser. Unique users do not include
repeat users during a specified session.
Uniform Resource Locator. The unique, identifying address of any
particular page on the web
A place on the Internet or World Wide Web. The term Web site refers to the
all-encompassing body of information as a whole, for a particular domain
name. A place made up of Web pages.